Contains articles by marketing field's researchers and academicians. This book includes literature reviews, methodologies, empirical studies, trends, international developments, guidelines for implementation, and suggestions for theory development and testing.
Inhaltsverzeichnis
Review of Marketing Research: The First Five Volumes, Contents, Volume 1 Contents, Volume 2 Contents, Volume 3 Contents, Volume 4 1. Consumer Judgment from a Dual-Systems Perspective: Recent Evidence and Emerging Issues 2. Can You See the Chasm? Innovation Diffusion according to Rogers, Bass, and Moore 3. Exploring the Open Source Product Development Bazaar 4. A New Spatial Classification Methodology for Simultaneous Segmentation, Targeting, and Positioning (STP Analysis) for Marketing Research 5. Methods for Handling Massive Numbers of Attributes in Conjoint Analysis 6. A Review and Comparative Analysis of Laddering Research Methods: Recommendations for Quality Metrics 7. Metrics for the New Internet Marketing Communications Mix
